Stik said the round was co-led by North Coast Technology Ventures and Detroit Venture Partners, with participation by Draper Associates, First Step Fund, the Michigan Strategic Fund, and Automation Alley.
The site is aimed at enabling small companies and local professionals expand beyond word-of-mouth referrals and improve their online reputations through authentic online reviews. Co-Founder Nathan Labenz said:
Stik uses the Facebook platform to solve several problems that plague other review sites’ credibility. By authenticating user actions via Facebook, we ensure that all reviews are written by real people. Moreover, we use the Facebook social graph to highlight service providers within individual consumers’ personal networks.
Readers: Would you be more likely to trust reviews of small companies and local professionals if they were authenticated using Facebook’s platform?